Marketing and owned media alone aren’t enough in today’s AI-driven world. As tools like ChatGPT become the primary way people discover information, PR’s role is essential to securing coverage in the trusted sources these platforms rely on.
Profound changes are impacting how information is consumed. Traditional media is shrinking, social media is becoming the main source of news for many, and AI-generated content is crowding out quality journalism. Meanwhile, tough times mean businesses are cutting spend and questioning ROI with greater scrutiny. These trends are interconnected – and they amplify the need for trusted, authoritative PR. Because public relations has never just been about getting attention.
Things are changing, but PR is still king
Respected publications are still read and watched by millions, particularly by decision makers and business leaders. Effective PR, grounded in a deep understanding of the media landscape and strong journalist relationships, remains the only reliable route into these articles.
What has changed is how people find information. Increasingly, people are turning to tools like ChatGPT instead of a Google search. A 2024 study of The Information found that 77% of its subscribers rely less on traditional search engines since the rise of generative AI. While usage patterns vary by age, region and context, AI-powered search is rapidly reshaping how information is discovered online.
The shift has implications for SEO. The fundamentals still apply – search engines rely on information from trusted sources and they favour credible reporting from outlets like the Financial Times over PPC ads or social posts. Despite the rise of influencer content and branded marketing, authoritative third-party mentions remain the most powerful tool for digital discoverability. So getting mentioned in the BBC or Financial Times is still the best thing you can for your SEO score.
AI and the new rules of authority
AI web crawlers and content aggregators assess a source’s authority and trustworthiness before surfacing it in search results. Traditional SEO tactics like keywords, backlinks, and site structure still matter, but AI has added a new emphasis on credibility. This means a single PR-driven feature in a respected outlet can carry more weight than dozens of self-published blog posts or backlinks from low-tier websites.
This creates a snowball effect. Coverage in a respected outlet is much more likely to be scraped, cited, and redistributed across the web – generating more backlinks, brand mentions, and better SEO scores. The result? Higher visibility across both search engines and AI assistants.
SEO is evolving – in favour of PR
SEO shortcuts like mass link-building and keyword stuffing are becoming devalued. In their place, reputation, relevance and authority are becoming the bedrock of sustainable SEO.
Investing in PR is not just about today’s ranking. It’s about future-proofing your brand in an AI-driven media landscape – one where credibility is currency, fewer journalists are covering more stories, and more companies are fighting for recognition. With more noise to cut through, effective messaging and media relations are more important than ever.